Spm. 1 "Compare the differences between qualitative and quantitative research methods. Provide examples if necessary"

Question 1

Kva kjenneteiknar kvantitativ metode?

Answer 1

Focused
Deals with known variables
Uses established guidelines
Static designs
Context-free
Objective

Numerical data
Statistics
Formal and scientific

Question 2

Kva kjenneteiknar kvalitativ metode?

Answer 2

Holistic approach
Unknown variables
Flexible guidelines
“emergent” design
Context-bound
Less objective

Narrative description
Words, quotes
Personal voice
Literary style

Question 3

Gi eit døme på spørsmål i ein kvalitativ undersøkelse?

Answer 3

Strategic marketing level: how can I describe the various target groups in terms of needs, wants and behaviour?

Consumer decision making level: why do consumers buy this product and not the other?

Customer satisfaction: how satisfied are my customers, what makes them satisfied and how can I increase their satisfaction?

Product and concept development: how can I meet my customers’ needs and wants in the most optimal way (in terms of the physical product, packaging, promotion and distribution)?

Question 4

Gi eit døme på spørsmål i ein kvantitativ undersøkelse?

Answer 4

???

Question 5

Kva kjenneteiknar quantitative (kvantitativ) research?

Answer 5

Quantity
Numbers
Selection of samples
Controlled changes
Measurement of variables
Hypotheses testing
Quasi-experimentation
Numerical representation
Standardised procedures
Collecting all data before analysis
Analysis is more abstract

Question 6

Kva kjenneteiknar qualitative (kvalitativ) research?

Answer 6

Quality – ‘richness’
In-depth - description
Studied from the perspective of the respondent
In the natural setting
Phenomena could not be studied objectively
Offers a more complete description
Uses ‘raw’ data
May develop theory
Involves organising large volumes of data into categories
Identifying relationships between concepts